adv 435 ch 9 special audiences
TRANSCRIPT
ADV 435
SPECIAL AUDIENCES
AUDIENCES
•NON-MAINSTREAM
• SMALLER
• DIFFERENT TASTES
• DIFFERENT SPENDING
PATTERNS
AUDIENCES
•KEY MARKETS
• GLOBAL
• AFRICAN AMERICAN
• SPANISH SPEAKING
• ASIAN
• GLBT
GLOBAL
•GREATER GROWTH OPTS
• LESS DEVELOPED MKTS
• HIGH DEMAND FOR USA
BRANDS
• CYBERSPACE ADDS TO
AWARENESS
• VIVA LA DIFFERENCE
MARKETING
COMMUNICATIONS
•CULTURAL
DIFFERENCES
•LIBERAL USE OF NUDITY
• MORE ENTERTAINING
• LESS HARD SELL
MARKETING
COMMUNICATIONS
•LANGUAGE
•DEFINITIONS
• TRANSLATIONS
• SEMANTICS
• PRONUNCIATIONS
MARKETING
COMMUNICATIONS•MODELS FOR COORDINATION
•DEPEND ON TYPE OF
PRODUCT
• DEPEND ON LOCATION
MULTI CULTURAL TARGETS
• VALUES
• CONSUMPTION HABITS
• WAYS TO REACH
VALUES AND CONSUMPTION
HABITS MAY DEFINE MANY
INDIVIDUALS AS WELL
AFRICAN AMERICAN•VALUES
• TOGETHERNESS
• HERITAGE
• DEFINE STYLE RATHER
THAN FOLLOW
• CHURCH
• SEEK PRODUCTS PROVIDING
SENSE OF ENPOWERMENT
AFRICAN AMERICAN•CONSUMPTION HABITS
•FASHION CONSCIOUS
• ENJOY SHOPPING
• INDEX HIGH ON:•APPAREL
•PHONE SERVICE
•SHOES
•ELECTRONICS
AFRICAN AMERICAN•REACHING
• SPECIALIZED AD AGENCIES
•MEDIA:NETWORKS,SHOWS,MAGS
• CREATIVE: STYLE, ACTORS
• SENSITIVITY TO DIVERSITY
WITHIN MARKET
• AVOIDANCE OF STEREOTYPES
AFRICAN AMERICAN•REACHING
• CAUSE RELATED
MESSAGES
•ENGAGES OPINION
LEADERS
• RELIGIOUS LEADERS
• ATHLETES
• CELEBRITIES
SPANISH SPEAKING•LARGER FAMILIES• YOUNG CHILDREN• GROWTH TREND• LATINO VS. HISPANIC• COMMONALITIES• SPANISH HERITAGE• CATHOLIC FAITH
SPANISH SPEAKING•VALUES
• CULTURAL PRESERVATION
• TRADITIONS
• RESISTANCE TO ASSIMILATION
• MUSIC, ARTS, SPORTS
• FAMILY & CHILDREN
• PERSONAL APPEARANCE &
AESTHETICS
• OUTGOING & EMOTIONAL
SPANISH SPEAKING•CONSUMPTION HABITS
• BRAND CONSCIOUS
• PREFER BRANDS ADVERTISING
IN SPANISH
• INDEX HIGH:
•NATIONAL CHAINS
•DISCOUNT STORES
•CLOTHING, SHOES GROCERY
BRANDS
• LIKE TO SHOP AS FAMILY
SPANISH SPEAKING•REACHING
•FOCUS ON MAJOR CITIES
• SPONSORSHIPS• EVENTS
• FAIRS/FESTIVALS
• AVOID LITERAL
TRANSLATIONS
ASIAN AMERICANS•RAPIDLY GROWING SEGMENT
• AFFLUENT
• WELL EDUCATED
• NO COMMON LANGUAGE
• NO COMMON CULTURE
• SIX MAJOR SUBMARKETS
ASIAN AMERICANSSIX MAJOR SUBMARKETS
•CHINESE
• FILIPINO
• ASIAN INDIAN
• KOREAN
• VIETNAMESE
• JAPANESE
ASIAN AMERICANSSIX MAJOR SUBMARKETS
•CHINESE•AMERICAN BORN = UPSCALE
• FRESH OFF BOAT = BLUE
COLLAR, CONSERVATIVE
• MANDARIN & CANTONESE
DIALECTS
ASIAN AMERICANSSIX MAJOR SUBMARKETS
•FILIPINO• MOST ASSIMILATED
• SPEAK:• TAGALOG
• ENGLISH
• SPANISH
ASIAN AMERICANSSIX MAJOR SUBMARKETS
•ASIAN INDIANS• GEOGRAPHICALLY
DIVERSE
• WELL EDUCATED
• TEACHERS
• RETAILERS (CASH)
ASIAN AMERICANSSIX MAJOR SUBMARKETS
•KOREANS
• GEOGRAPHICALLY
CLUSTERED
• SMALL BUSINESSES
• TEACHERS
ASIAN AMERICANSSIX MAJOR SUBMARKETS
•VIETNAMESE
• FASTEST GROWING
ASIAN GROUP
• HIGH NATURALIZATION
• POLITICALLY ACTIVE
ASIAN AMERICANSSIX MAJOR SUBMARKETS
•JAPANESE• CONCENTRATIONED IN
NYC AND CALIFORNIA• LOW IMMIGRATION• HIGH ASSIMILATION• UPSCALE
ASIAN AMERICANS•VALUES
• FAMILY
• OBEDIANCE TO PARENTS
• GRANDPARENTS CLOSEBY
• EDUCATION VALUED
• TEND TO BY FROM OTHER ASIANS (INTANGIBLES)
ASIAN AMERICANS•CONSUMPTION HABITS
•LARGER HH & MORE HH INCOME
•FREQUENT SHOPPERS• TEND TO PLAN SHOPPING
•RARELY SHOP ALONE• BRAND CONSCIOUS BUT
NOT LOYAL
ASIAN AMERICANS•REACHING
•FOCUS ON FAMILY AND TRADITIONAL VALUES
• FEATURE ELDERS –HIGHLY ESTEEMED
• AVOID SEXUAL THEMES
• AVOID FOCUS ON INDIVIDUALISM
GLBTGAY LESBIAN BISEXUAL
TRANSGENDERED
• HIGH DISPOSABLE INCOME
• MOSTLY WHITE AND MALE
GLBTVALUES
•FRIENDSHIP
• SOCIAL ISSUES
• POLITICALLY ACTIVE
• MAJOR METROS
• CAREER FOCUSED
GLBTCONSUMPTION HABITS•INDEX HIGH:
•ENTERTAINMENT
• TRAVEL
• ELECTRONICS
• LIQUOR
• BOOKS
• FRAGRANCES
GLBT
CONSUMPTION HABITS
•TRENDSETTERS• EARLY ADOPTERS
•BRAND LOYAL
GLBT
REACHING• AVOID HOMOPHOBIA
•FEELINGS LINGER
•SPONSOR SOCIALLY
RESPONSIBLE EVENTS
• SUPPORT DIVERSITY
GLBT
REACHING• MEDIA:
• NEWSPAPERS & MAGS
• CABLE NETWORKS
• SATELLITE RADIO
• INTERNET
SPECIAL MESSAGE
STRATEGIESMULTIPLE TIERS
1. NATIONAL - BRAND
IMAGE FOCUS
2. REGIONAL – PRODUCT,
EVENT FOCUS
3. LOCAL – DEAL/LTO
FOCUS
SPECIAL MESSAGE
STRATEGIESMULTIPLE SEGMENTS•DAYPARTS:
• BREAKFAST
• LUNCH
• DINNER
• LATE NIGHT
• SNACK
SPECIAL MESSAGE
STRATEGIESMULTIPLE SEGMENTS•AUDIENCE:
• KIDS
• SENIORS
• FAMILIES
• MULTI-CULTURAL
• LIFESTYLE
CAUSE RELATED MARKETING
• BUILDS & STRENGTHENS
RELATIONSHIPS•SHIFTS FOCUS FROM
TRANSACTIONS
•DEVELOPS TRUST IN BRAND
• MUST BE CAUSE TARGET
CARES ABOUT
CROSS PROMOTIONS
•ONE MESSAGE SELLS
TWO OR MORE PRODUCTS
• CREATES BIGGER BANG
FOR BUCK
CROSS PROMOTIONS
•WORKS BEST WITH
COMPLIMENTARY
PRODUCTS
•KETCHUP – RELISH
•BURGERS – BUNS
•HOT DOGS – MUSTARD
• ICE CREAM - TOPPINGS
CROSS PROMOTIONS
•WORKS BEST WITH SIMILAR
TARGET AUDIENCES
•McDONALDS&DISNEY
•McD ads w/movie promos
• McD gets to use Disney
Characters
CROSS PROMOTIONS
•POSITIVE ASSOCIATION
BENEFITS BOTH OR ALL
BRANDS PRODUCTS
CHARACTERS
SPECIAL MEDIA STRATEGIES
• INTERNET OVERVIEW
• DIRECT MARKETING
• ADVERTISING
• OTHER
SPECIAL MEDIA STRATEGIES
• DIRECT MARKETING
• PRESENT PRODUCT INFO
• ADJ. INVENTORY EXPOSURE
• MANAGE INCENTIVES
• DEVELOP DATABASE
• IMMEDIATE SALE
SPECIAL MEDIA STRATEGIES
• ADVERTISING•SURPASSING RADIO
EXPENDITURES
• PROVIDES INTERACTIVITY
• EXTENDS LIFE OF MESSAGE
• CONSTANT CHANGE
• LINK TO SOCIAL SITES
SPECIAL MEDIA STRATEGIES
• OTHER INTERNET OPPTS
•PR INFORMATION
• ELECTRONIC COUPONS
• ENTERTAINMENT
SPECIAL MEDIA STRATEGIES
• E-COMMERCE
•UP 15% X-MAS „10 VS ‟09
• EXTENDS RETAIL AVAIL.
• EASY PRICE COMPARISONS
• SECURITY/PRIVACY = STILL
CONCERNS BUT LESS SO
SPECIAL MEDIA STRATEGIES
• E-COMMERCE
•ALLOWS FOR:
•CONVENIENCE (TIMING/PACE)
• VARIETY (BEYOND STORES)
• INFORMATION (MORE THAN SALES
PEOPLE)
• SERVICE
ADVERTISING ONLINE
• BANNERS
•NON-ENHANCED – CLICK
TAKES TO NEXT SCREEN
• ENHANCED – CLICK TO INFO
AT SAME SCREEN
•EXPENSIVE - MUST FOCUS ON
INVOLVEMENT
ADVERTISING ONLINE
• POP UP WINDOWS
• MOSTLY PASSE DUE TO
PREVENTION TOOLS
• TURNS OFF CUSTOMERS
ADVERTISING ONLINE
• CONTENT SPONSORSHIPS
• SPORTS REPORTS
• CROSSWORD PUZZLES
• GAMES – FANTASY LEAGUES
• ADDS CREDIBILITY TO SITE
ADVERTISING ONLINE
• SEARCH
• HUGE AND GROWING!
• BID ON KEY WORDS AND
PHRASES FOR BEST POSITION
• DOWNSIDE IS PAY PER CLICK
ABUSE
• PROLIFERATION OF SEO
ADVERTISING ONLINE
• WEB SITES
• NEED CONSISTENCY WITH
CREATIVE STRATEGY, TARGET
AND TONE OF OTHER
MESSAGES
• PROVIDE CONSUMER AND
PRODUCT INFORMATION
• LOCATIONS
•SALES PROMO & INCENTIVES
ADVERTISING ONLINE
• WEB SITES
• KEEP CONSUMER ENGAGED
• MORE TIME ON SITE =
BETTER CHANCE OF SALE
• AWARENESS FLIPS OFFLINE
• SPEED WORKS W/SHORT
ATTENTION SPAN/IMPATIENCE
ADVERTISING ONLINE
• WEB SITES • MUST PROVIDE VALUE ON COMSUMERS TERMS
• IRONY = CUSTOMERS MORE DEMANDING FROM HOME THAN AT RETAIL.
• ABSENCE OF NON-VERBAL COMMUNICATION
• NO FEEDBACK DURING SALE
ADVERTISING ONLINE
• WEB SITES
• WHEN YOU CAN‟T “SELL”
CONNECT VIA:
• RECIPES
• PRODUCTION TECHNIQUES
• THE “EXPERIENCE”
• CAUSE RELATED MARKETING
• EVENT, SPONSORSHIPS
NON-TRADITIONAL OPTIONS
• TEXT
• USE MESSAGE & LINKS TO
FOCUS ON IMMEDIATE ACTION:
• “TODAY‟S SOUP IS ___”
• “THREE HOUR SPECIAL”
• “NEXT ___ CUSTOMERS”
• LICENSE PLATE #‟S
• __% OFF ___SIZE
NON-TRADITIONAL OPTIONS
• TEXT
• SEND THEM TO:
• LOCATION
• WEB SITE
• PHONE NUMBER
• E-MAIL ADDRESS
NON-TRADITIONAL OPTIONS
• VIRAL
• USING E-MAILS AND/OR
TEXTS TO EXTEND REACH
• RELATIVE TO INTEREST AND
PASSION LEVEL OF AUDIENCE:• CURIOUSITY
• HABITS
• LIFESTYLE
NON-TRADITIONAL OPTIONS
• VIRAL
• NEED TO DETERMINE THOSE
LEVELS (RESEARCH) TO GEAR
CREATIVE MESSAGE
• USE SOCIAL NETWORKS
NON-TRADITIONAL OPTIONS
• GUERILLA MARKETING
• CATCH CUSTOMERS BY
SURPRISE
• TRIES TO AVOID
APPEARANCE OF MARKETING
• CLEVERNESS IN METHOD
AND MESSAGE